How to Drive Business Success through Mobile Apps, Part 2: Optimisation and Personalisation

Mobile Marketing

Wel­come back to this two-part series on improv­ing your rela­tion­ships with your mobile cus­tomers.

In the first arti­cle, we exam­ined the impor­tance of using a cen­tralised mobile ana­lyt­ics plat­form that keeps you up-to-date on a wide range of use­ful met­rics, and enables you to seg­ment your audi­ence based on the dif­fer­ent ways they use your app.

Once you’ve gath­ered and inte­grat­ed this data, you’ll be able to use those app ana­lyt­ics to opti­mise and per­son­alise the in-app expe­ri­ence. Here’s how.

Opti­mi­sa­tion

The goal of mobile ana­lyt­ics is to devel­op engag­ing app expe­ri­ences that are also opti­mised for busi­ness suc­cess. To that end, you should be think­ing about invest­ing in a plat­form that pro­vides A/B test­ing capa­bil­i­ties, inte­grat­ed with your ana­lyt­ics data, to help you quick­ly set up opti­mi­sa­tion cam­paigns to deter­mine the best expe­ri­ence for audi­ence seg­ments.

For exam­ple, we recent­ly helped a mobile app client face the chal­lenge of increas­ing account reg­is­tra­tions, email signups, and store rat­ings, as well as user engagement—in terms of app launches—once the app was installed. We part­nered with the client to cre­ate alter­na­tive onboard­ing flows, which prompt­ed users for infor­ma­tion that helped iden­ti­fy the val­ue of the appli­ca­tion to them. The result was a more opti­mised in-app expe­ri­ence, lead­ing to a 10.6 per­cent increase in the met­rics that were impor­tant to their busi­ness.

In addi­tion, an effec­tive mar­ket­ing automa­tion plat­form will help you opti­mise fun­nels and con­ver­sion paths to gen­er­ate suc­cess­ful busi­ness out­comes such as in-app pur­chas­es, video views, form com­ple­tions, and remote check deposits. And if your plat­form enables you to cre­ate in-app mes­sages trig­gered by ana­lyt­ics data, you can send intel­li­gent com­mu­ni­ca­tions to users, request app store rat­ings, pro­mote new prod­ucts and ser­vices, or pro­vide infor­ma­tion to assist with self-ser­vice.

We recent­ly helped Turk­ish tele­com com­pa­ny Turk­cell put these opti­mi­sa­tion prin­ci­ples to prac­ti­cal use. The com­pa­ny built detailed cus­tomer seg­ments using Adobe Mar­ket­ing Cloud, includ­ing Adobe Ana­lyt­ics. Lever­ag­ing behav­iour­al data, they deter­mined that in-app mes­sages led to the high­est con­ver­sion rates. They then sent out per­son­alised in-app mes­sages to these cus­tomer seg­ments, achiev­ing 5,000 app down­loads in a sin­gle week, and build­ing up to a cur­rent aver­age of 15,000 down­loads per month.

But an ini­tial round of opti­mi­sa­tion is only the begin­ning of build­ing long-term user engage­ment on mobile.

Per­son­al­i­sa­tion

When devel­op­ing per­son­alised mes­sag­ing with­in your mobile app, you’ll want to work with an automa­tion plat­form that pro­vides rules-based tar­get­ing, auto­mat­ed behav­iour­al tar­get­ing, and rec­om­men­da­tions that can be deployed inside the app itself, in con­cert with loca­tion-based tar­get­ing and in-app mes­sag­ing.

By pro­vid­ing push noti­fi­ca­tions based on audi­ence behav­iour and ana­lyt­ics, you can reen­gage with users that have not used the app for weeks or months. Noti­fi­ca­tions can include con­tex­tu­al­ly rel­e­vant mes­sages about new offers, break­ing news, or account updates. Per­son­alised com­mu­ni­ca­tions like these can help you improve loy­al­ty and cus­tomer sat­is­fac­tion by deliv­er­ing high­ly rel­e­vant mes­sag­ing to indi­vid­ual users, increas­ing the use­ful­ness of the app, and build­ing user loy­al­ty and increased app usage.

When your organ­i­sa­tion makes use of a com­bi­na­tion of ana­lyt­ics, opti­mi­sa­tion, and per­son­al­i­sa­tion tools, your mobile teams can stop get­ting dis­tract­ed by met­rics, and focus on exe­cu­tion. Your prod­uct and mar­ket­ing teams will no longer need to inte­grate mul­ti­ple tech­nolo­gies. All your app-relat­ed audi­ence data will be in one place, ready to be analysed and turned into action­able audi­ence insights.

What’s more, mar­ket­ing automa­tion tools like these can help you iden­ti­fy and test new mobile mon­eti­sa­tion strate­gies. They’ll help you design, exe­cute and analyse hypoth­e­sis-dri­ven mobile Web and app exper­i­ments to iden­ti­fy unmet cus­tomer needs, iden­ti­fy ele­ments that have the great­est influ­ence on con­ver­sion, and remove bar­ri­ers to those con­ver­sions.

With the help of this type of iter­a­tive test­ing method­ol­o­gy, your app teams will be able to plan data-dri­ven per­son­alised mes­sag­ing and loca­tion-based mar­ket­ing, and imple­ment those strate­gies seam­less­ly across plat­forms.

I hope you’ve enjoyed read­ing these two arti­cles on mobile app engage­ment. If you would like to learn more about how Adobe can help, please vis­it our site. Ready to get start­ed with Adobe’s mobile mar­ket­ing solu­tions? Click here to find out how.

If you’re an Adobe cus­tomer already and inter­est­ed in find­ing out how the Adobe Mar­ket­ing Cloud mobile core ser­vice can help you, please click here to view a webi­nar that I record­ed recent­ly with Swiss­com, an Adobe cus­tomer


Mobile Marketing
Jamie Brighton

Posted on 11-14-2016


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